Customer Journey Mapping in Dukes London

Case study Dukes of London
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Executive Summary
This report involves the customer journey mapping in Dukes London. This report is
prepared keeping the pandemic time in mind. Therefore, this report ensures that suggestions
regarding implementation of various norms are ensured related to social distancing and
sanitization. Various components of customer journey blueprint are also discussed in the context
of staying of customer from his arrival in the hotel to taking breakfast in the next morning. At the
end, references from where the concept has been understood is also attached so as to justify the
learning made during the preparation of this report.
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Main body........................................................................................................................................5
1 Service Blueprint.................................................................................................................5
2 Customer’s Service journey................................................................................................5
3 Physical Evidence................................................................................................................6
4 On stage interactions...........................................................................................................6
5 Back stage interactions........................................................................................................7
6 Identification of support processes......................................................................................8
7 Explanation of line of interaction, line of visibility and line of internal interaction...........8
8 Areas to implement social distancing measures..................................................................9
Conclusion and Recommendations................................................................................................10
References......................................................................................................................................12
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Introduction
Dukes London is a luxury hotel, which is a sophisticated place to arrive as a guest but
he/she will leave as friend. It is a five star hotel that gives exclusive retreat of writers, musicians,
politicians and royalty. Main values of Dukes London values are that they are highly committed
to provide excellent service, hotel attempts to provide services that are quintessentially British.
Staff of hotel is continuously trying to provide various services without any flaws or faults. This
strategy helps in forming a loyal customer base. The ambience in hotel is always very warm and
welcoming.
Demographic profile refers to tool of analysis demographic characteristics of a set of
customers. This analysis is performed by marketers so as to identify if there are any gaps in
marketing strategy related to any specific product or service and its advertising. In relation with
Dukes London, demographic profiling of its customers has been done so as to understand that
what are the suitable strategies that can be adopted by the hotel to satisfy customers in a better
way. The main feature of customers of the specified hotel is that they belong to elite class of
society or people visiting the hotel want to experience once in a lifetime. They are visiting the
hotel due to the reason that they want to avail the quintessential services that the hotel is serving.
Consumer trends refers to the habits or preferences of customers relating to goods and
services prevalent in market. Consumer trends are just tracking the buying and spending pattern
of customers and data collected through this tracking process is used by the company to
communicate about their brand. In the give case of Dukes London, the prevailing global
consumer trends that they do not want any human contact, as it is a major precautionary measure
that everyone wants to take in order to avoid any infection.
There are various expectations that a customer have from the hotel. These expectations
are due to typical brand image of Dukes London, that they attempt to serve their customers with
the best service. These expectations are basically to match the measures to protect everyone from
any infection in today's pandemic time. These expectations can be related to such arrangements
which ensures human contact at all cost. To make such arrangements possible, technology
related to virtual companions can be adopted. There should be system related to virtual delivery
of items and online payment schedules should be installed. This will not only help in maintaining
social distancing but also improve delivery chain. As Dukes London is a staying place, therefore,
guest expects that the place should be properly sanitized and it should be safe for stay. Another
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